Re: ONLINE-ADS>> Interactive Banner Ads

Susan Bratton (bratton_at_corp.home.net)
Fri, 04 Jul 1997 21:01:14 -0700

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Stephen Arbuthnot <sarbuth_at_hkstratfin.com> wrote:

>"I'm interested in learning about the new "interactive" banners, i.e.
>those banner ads that can provide interactivity with the user, without
>taking him off the original content site."
>"My question, then, is who will push for this type of
>interactive/trackable banner technology? The advertisers, ad agencies,
>third-party market research firms, or the Web content providers? And
>how will the cost of this new technology be passed on to the
>advertisers who will pay for it? Finally, who will be responsible for
>compiling and reporting (and selling) the information to advertisers?"

Stephen,

My experience at the _at_Home Network revolves around the development of
interactve advertisements. Because our interactive service is delivered
via high speed cable modems we can deploy very large ad files within our
content. Typical banner sizes accepted on web sites are 8-15Kb, _at_Home's
"broadband box" ad loads a 50Kb file (typically an animated .gif) which
then when clicked on executes an interactive experience from a file as
large a 2MB. The user may see a Quicktime Video, a virtual reality
experience, a java program...the sky is the limit. Ultimately, the user
is still within the _at_Home content and is not required to click off to an
advertisers site. This removes one of the barriers to higher click
throughs.

_at_Home's ad sales team is heavily involved in the brainstorming of these
ads with the advertiser and agency (teaching them the potential of
interactive ads). We are also responsible for the tracking and reporting
of these ads. So it is the web "site" or in our case, the online service
who is promoting, teaching, selling and reporting on interactive ads.

Susan Bratton
Director, Interactive Advertising Group
_at_Home Network
corporate informational website: http://www.home.net

--
Susan S. Bratton                                Direct: (888)515-HOME or
(415) 569-5300
Director, Interactive Advertising Group         _at_Home Network
425 Broadway, Redwood City, CA 94063            email: bratton_at_Home.net
"Speed Thrills"                                 fax: 415 569-5100


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